Kupovna orijentacija žena pripadnica generacije Y prilikom odabira kozmetičkih proizvoda

master's thesis

• Title (english): Shopping orientation of generation Y female consumers while buying cosmetic
• Author: Matea Vlašić
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Irena Pandža Bajs (predsjednik povjerenstva)
• Committee member: Dubravka Sinčić Ćorić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Cilj ovog diplomskog rada je istražiti kupovnu orijentaciju žena generacije Y prilikom odabira
kozmetičkih proizvoda s obzirom na to da je generacija Y postala važan dio marketinškog
segmenta, a na samu odluku o kupnji i preferenciji potrošača utječu dob i spol potrošača koji
određuju i kupovnu orijentaciju potrošača. Unatoč tome, do sada u Hrvatskoj nije provedeno
istraživanje o kupovini kozmetičkih proizvoda na ovom ciljnom segmentu. Podaci za potrebe
istraživanja prikupljeni su metodom ankete, i to ispitivanjem žena, pripadnica Generacije Y, u
dobi od 26 do 40 godina, a različitog obrazovanja, radnog statusa i prihoda, s područja
Hrvatske. Rezultati provedenog istraživanja ukazuju na to da je u prosjeku ženama,
pripadnicama generacije Y, prilikom kupovine kozmetičkog proizvoda, najbitnija kvaliteta
proizvoda. One preferiraju efikasnu i brzu kupovinu, a nerijetko kupuju na rasprodajama, tj.
može se zaključiti da su cjenovno osjetljive i vode računa o cijeni proizvoda. One uvažavaju
mišljenje stručnog prodajnog osoblja, no ne traže ga jer unaprijed znaju i planiraju kupovinu
određenog proizvoda, tj. lojalne su marki proizvoda i prodavaonici te ne smatraju da je nužno
poznata marka najbolji odabir za njih. Uz to, radi lojalnosti određenoj marki proizvoda,
različitost i brojnost marki proizvoda koje se nude na tržištu ih ne zbunjuju u njihovoj kupovnoj
odluci.
Saznanjima iz ovog istraživanja moguće je dobiti jasniji uvid u ponašanje žena pripadnica
generacije Y i njihov način donošenja odluka prilikom odabira kozmetičkih proizvoda. Iako
indikativni, rezultati provedenog istraživanja mogu poslužiti kao svojevrsne smjernice u
prilagodbi marketinških strategija poduzeća, kao i aktivaciji ciljanih marketinških aktivnosti.

Abstract (english)

The aim of this graduate thesis is to explore shopping orientation of Generation Y female
consumers, while choosing cosmetics products in Croatia.
Generation Y became one of the largest aspects of marketing segmentation, while age and
gender are significant determinants of customer’s purchase behaviour, and of customer’s
shopping orientations. However, there has not been any research of buying cosmetic products
in Croatia that has been focused on this target segment - Generation Y female consumers. Data
were collected by survey conducted on the convenient sample of women (from Croatia), 26-40
years old, different education level, working status and household income. Result of this study
indicate that the most important factor while choosing cosmetics is the product quality. They
like to do the shopping in quick time, and efficient way, and often buy cosmetic products on
sales or in discount stores, which shows their price sensitivity. They respect the opinion of the
professional sale stuff, but feel they don’t need one, because they are planning the purchase of
specific product in advance, meaning they are loyal to the product brand and the specific store.
They don’t think that the well-known and recognized brand is necessary the best purchase
decision for them. Also, because of their loyalty to specific brand, the amount of different
brand products that are present in the market doesn’t confuse them and isn’t making their
purchase decision any harder.
Insights from this study can provide a better insigt in the behavior of women belonging to
Generation Y and their way of making decisions when choosing cosmetic products. Although
indicative, the results of conducted research can serve as a kind of guidance in adapting
marketing strategies of companies, as well as the activation of targeted market activities.

• Keywords: kupovna orijentacija; generacija Y; kupovno ponašanje žena; kupovina kozmetičkih proizvoda; Hrvatska
• Keywords (english): shopping orientation; generation Y; female consumers; shopping behavior; cosmetic products; Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:551461
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-10-03 20:29:34